Mid-Level Donors Need Love, Too

October 11, 2016       The NonProfit Times      

Increasing revenue from Mid-level donors is no magic trick; making donors feel heard is the key to engagement. But where should your organization start?
“Mid-Level Magic: How to Conjure Upgrades From Your Mass Market Donors,” a session at the Bridge to Integrated Marketing and Fundraising Conference in National Harbor, Md., addressed the ways fundraisers can make donors feel heard.

Lisa Maska, CFRE and Partner at Lautman Maska Niell & Company and Josh Adler, director of individual giving at The Actors Fund of America addressed ways that nonprofits can engage with their mid-level donors through a case study surrounding the Actors Fund:

  • Using a mini proposal format used to drive upgrades for specific program needs allowed the Actors Fund to beat their revenue goal by 69% in addition to garnering 42 gifts of $1,000+ totaling $98,000
  • Creating a capital campaign naming opportunity with opportunities at $300, $2,500, and $10,000 price points allowed donors to raise their hand and create a lasting connection between donor and organization.
  • Benefits as a way of engagement is a strong method to motivate mid-level donors.
  • Shifting conversations with donors from a transactional membership to focusing on donor-centric philanthropy makes donors feel more involved and that they have an opportunity to making a lasting difference through a major gift.
  • Above all, pay attention to your donors and do not be afraid to try something new if something is not working.
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